Barneys New York
Strategic Acquisition Strategy
OVERVIEW:
Established in 1900, Tourneau is the undisputed authority in the luxury watch market and the largest watch retailer located in the United States.
With a flagship "Time Machine" location in New York City and a legacy spanning over a century, the brand is synonymous with horological expertise and prestige. Tourneau curates an unparalleled selection of the world’s most coveted timepieces, including Rolex, Patek Philippe, and Cartier, alongside a world-renowned certified pre-owned program.
ROLES:
Creative Direction
Graphic & Visual Design
Print Design
Package Design
INSIGHT:
During this period, New York & Company’s CEO specifically credited celebrity partnerships—such as the Eva Mendes Collection and Jennifer Hudson’s Soho Jeans—with driving "newness" and store traffic.
For Alliance Data, this presented a significant opportunity for a surge in new card acquisitions, as these exclusive collections served as the primary "hook" to drive credit program enrollment.
OBJECTIVE:
The primary goal was to demonstrate to NY&C’s stakeholders that Alliance Data was more than just a bank; they were a true brand partner.
By utilizing a "Bright Lights, Big City" aesthetic in sync with the celebrity faces of the brand, we successfully proved that the credit program was a seamless extension of the fashion brand, rather than a back-end financial product. This remains a classic example of relationship marketing—reflecting the client’s brand identity back to them, paired with a robust growth strategy.
RESULTS:
In Alliance Data’s earnings reports that year, the Private Label segment (which included New York & Company) saw credit sales increases of 20–30% year-over-year. This growth was driven by the exact "lifestyle" and relationship marketing alignment we aimed to achieve—transforming the credit card from a mere payment tool into a membership to the New York lifestyle.
Cardholders during this time were reported to spend significantly more than non-cardholders, validating the strategy of reflecting the brand’s identity within the financial product.
This initiative successfully bridged the gap between fashion marketing and financial services, a key pillar of Alliance Data’s "Know More. Sell More." philosophy.
